Overview

In this module you will develop an understanding of key concepts, recent developments and issues within the study of strategic decision making within business organisations with an emphasis on a critically evaluative approach to outcomes. You are also introduced to the theories and concepts of marketing as a business function and will relate theory to practice in terms of setting a company’s marketing objectives, formulating and implementing a marketing strategy, sales and promotional activities, market research and the impact of technology on marketing activities.

Topics may include (but not limited to):

-Concept and development, including a brief history of business strategy, the distinction between corporate-level, business-level and functional-level strategy , design versus process, corporate strategy, scope of the firm, vertical integration .

-Analysis of business environment, including industry profitability using strategy frameworks and their uses, external sources of competitive advantage

-History and culture influence in business organisations

-Analysis of resources and capabilities, including their nature and use in determination of strategy, the growing role of knowledge management

-Organisational structure, including organisational design, structural forms and strategic development and management systems

-Competitive advantage, including other generic strategy approaches, e.g. cost advantage, differentiation, merger and acquisition (M&A) ,the value chain in global landscape

-Marketing function in business, its place in a company’s organisational structure, main theories, models and concepts

-Importance of marketing strategy and the roles played in its implementation by related activities such as the provision of promotional materials in various media, the sales network and its activities

-Marketing research, market segments, customer behaviour and the impact of technological innovation, in particular the growing importance of socialmedia, artificial intelligence and big data analytics in digital marketing

-Global marketing strategy, including analysing the international competitive environment, location of production, entering markets with cultural awareness and regard to local sensitivities

Assessment Strategy

Threshold (50%–59% / C- to C+) Has shown knowledge of the key areas and principles and the main elements of the subject area are understood. Adequate grasp of theoretical/ conceptual/practice elements. Oral presentation is mostly understandable but there can be strain for the listener at times. Speaker attempts to engage the audience but is not always successful. There are some inaccuracies in what is delivered.

Good (60%-69% / B- to B+) Has shown a strong knowledge and understands most of the subject area. Good grasp of theoretical/conceptual/practice elements. Oral presentation is generally clear throughout and engages the audience in parts. The content of the presentation is mainly accurate.

Excellent (70%-100% / A- to A*) Has shown a comprehensive knowledge and detailed understanding of the subject area. Excellent grasp of theoretical/conceptual/practice elements. Oral presentation is highly engaging and clear throughout. The content of the presentation is highly accurate and errors are rare.

Learning Outcomes

• Analyse the effectiveness of marketing strategies by referring to latest developments in digital marketing

• Apply strategic and marketing analysis tools to evaluate companies' business strategies and their impact on global operations.

• Critically evaluate materials relevant to the discipline, adopt the strategic tools, concepts or theories and demonstrate ability to apply in real business scenarios

• Evaluate marketing theories, concepts and models and relate to business strategy and marketing functions